Building Trust Without the Spotlight: An Artist’s Journey Behind the Canvas

As an artist, my work is deeply personal. Each piece I create holds a story, a memory, an emotion, often more than words can express. But when it comes to selling that work and connecting with buyers, there’s one thing I’ve struggled with more than anything else: showing myself on camera.

We’re constantly told that people “buy from people.” Showing your face, speaking directly to your audience, and being present on video is the key to building trust. And while I understand the logic, especially in today’s social media world, the truth is, not every artist is comfortable being the face of their brand. I’m definitely one of them. I am really quite an introvert, and so this is a genuine struggle for me.

Why it Feels So Hard

Putting your artwork out into the world already feels vulnerable enough. But then add the pressure of having to show your face, share your life, or appear on camera… and it can feel overwhelming, even paralysing. I’m not a performer. I’m not seeking the spotlight. I want my art to speak, not me.

Yet without showing myself, I’ve often wondered — how do I build trust with potential buyers? How do I form that connection when I prefer to stay quietly behind the scenes?

The Truth: I think you can build trust without the camera

Over time, I’ve learned that there are other ways to earn trust and grow genuine relationships with your audience — even if you never step in front of a camera.

I have still to implement a lot of them myself, but here I thought I'd share key points I have picked up:

1. Let Your Voice Come Through in Your Words

Even if you’re not showing your face, your buyers can still get to know you through your writing. Share little stories behind your artwork — why you painted that seascape, what inspired that colour palette, what you were feeling at the time. When people connect with your process and your why, they feel like they know you.

2. Show Your Hands at Work

Behind-the-scenes photos or timelapses of your painting process (even just your hands!) build trust. They show you’re a real person who’s creating something with love and care, not a faceless online seller. People love to see how things are made.

3. Build a Consistent Brand Look & Feel

When your website, shop, and Instagram feed feel cohesive and intentional, it gives people confidence. Quality visuals, clear descriptions, and an overall professional feel go a long way. A polished, consistent presence earns trust even without your face.

4. Share Testimonials and Kind Words

If you’ve had positive feedback, even just a small message from someone who bought a piece, share it. It helps new people see that others have had a good experience. Social proof is one of the most powerful forms of trust-building.

5. Be Available & Genuine

Respond to comments. Reply to messages. Show up — even if it's just in your words. People trust those who care. 

My Final Thoughts:

Yes, showing your face can help build trust. But I don't think it’s the only way, and it’s certainly not the only path to success. If you're more introverted or just not comfortable on camera, that doesn’t mean you can’t grow a loyal audience. It just means your trust-building journey might look a little different — quieter, more intentional, and rooted in authenticity and it may take a little longer!

Your art speaks for you. Let it. And let your words, your hands, your stories, and your care for your craft fill in the rest.